- Paperback: 308 pages
- Publisher: Copy Workshop; 2nd edition (September 30, 2006)
- Language: English
- ISBN-10: 1887229280
- ISBN-13: 978-1887229289
- Product Dimensions: 1 x 8 x 10 inches
- Shipping Weight: 2.2 pounds (View shipping rates and policies)
- Average Customer Review: 5.0 out of 5 stars See all reviews (12 customer reviews)
- Amazon Best Sellers Rank: #373,020 in Books (See Top 100 in Books)
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The Book of Gossage 2nd Edition
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Top customer reviews
It is quirky and strange, but a very interesting read. It's a fairly long book too.
If you're into advertising, this is an interesting perspective on our field.
Gossage, was a copywriter who emerged in the 50s and 60s. A copywriter with a social conscious who eventually started his own agency and officed in a Firehouse in San Francisco.
He introduced the world to Marshall McLuhan, helped start Friends of the Earth, and was instrumental in a number of other socially aware organizations that emerged in the sixties. He was in many ways the anti-ad man, a writer who frequently used humor to great advantage, poking fun at the products he advertised, and probably can be credited with introducing the idea of using humor as a sales tool in advertising.
Unfortunately, he died in 1969 from leukemia, but his influence lives on in advertising to this day. After this book was published, Howard Gossage was essentially rediscovered and he was named one of the Top 100 Ad People of the Century (20th Century, that is).
If you are involved in creative advertising, read this book. Heck, put it under your pillow and sleep on it. Maybe osmosis actually works.
Famous campaigns he's responsible for include Pink Air, Eagle Shirtmakers, Whiskey Distillers of Ireland, and Beethoven Sweatshirts. His print ads take almost a direct mail approach with a coupon or survey often ending them. He can get away with this because the writing is fantastic. I'm really impressed with the conversational style and tone he uses for his clients. This makes sense, even reputable authors like John Steinbeck and Tom Wolfe liked to hang out with this "ad man."
The book covers a ton of ground so pick and choose topics from the table of contents. The introductory sections paint an interesting picture of the man. I enjoyed hearing about his habit of shades drawn working-tricking your brain into thinking it's dark out. I do that sometimes.
To not have read it is a damn shame.
Enough, already–– you know what to do!